I started Keep It Reel Co at age 15 because I couldn't find gear that actually felt like me. Everything out there was surf brands or skate brands, nothing that felt like a kid who fishes on weekends, backs his mates, and just wants to be himself. So I grabbed my iPad, started drawing, and built it from scratch.

Every design starts hand-drawn. Every piece has a reason behind it. This isn't about hype or trends. It's about wearing clothes that actually mean something.

Keep It Reel Co is built on four things:

  • Mateship

    It's the nod you give a mate without saying anything.

  • Honesty

    It's being real with your mates, and yourself.

  • Loyalty

    It's backing your crew to be themselves no matter what.

  • Freedom

    It's wearing what you want, and being who you are.

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They're not just words. That's what this brand is about.

From the Founder

This is just the start. I want to grow Keep It Reel into something that genuinely gives back, whether that's supporting youth mental health or cleaning up the oceans we fish in. A full range, a crew of people who get it, and a brand that stays honest no matter how big it gets.

If you're here early, thanks. It means a lot.

Ben Saunders, Founder of Keep It Reel Co

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